Impact of Digital Image Advertising on Impulsive Buying Behavior in the Tourism Industry: The Role of Personality Traits and Emotions

The growing use of digital advertising in the tourism industry has led to more precise and effective ways of attaining potential customers. However, excessive exposure to digital image advertising can result in impulsive buying behavior, which may be affected by individual differences in personality traits and emotional states. Despite this issue being mentioned in the literature, few studies have fully explored the relationship between exposure to digital image advertising, impulsive buying behavior, and the possible role of personality traits and emotions. To address this gap, the present study proposes a model to investigate the mediating role of emotions in the relationship between exposure to tourism's digital images and impulsive buying behavior and to explore whether personality traits moderate this relationship. Confirmatory factor analysis and Structural Equation Modeling (SEM) techniques were used to test the hypothesis and to draw insights from 143 respondents. The results support the direct influence of tourism image exposure on impulsive buying behavior, the mediating role of positive emotions, and the moderating role of personality traits. This study can assist researchers and practitioners in developing ethical marketing strategies that promote their products and services while minimizing the risk of consumers engaging in impulsive buying behavior.